I think they mean "social" more in the pervasive sense, as in Facebook social. They're putting a stage where players will be constantly returning to, be that the game, web or mobile. Constant activities, constant chat about the game and sharing, that sort of iSocial, sort to speak. But, as someone else already posted, after this step forward, they make one step back by allowing players to only speak to each other under very limited circumstances. Specially during casual free roam encounters, I don't get how they went to all the trouble to implement that and when two players do meet through their seamless matching all they can do is.. seat,point,dance ?? like wtf? (yeah I know you can press this and that plus that select some more and....whaaa the guy is gone.., so no.)